This is a visual depiction of the collaborative exchange between a firm and its customers.


CX Research GIF

Digital transformation has shifted our economy from traditional firm structures to more porous organizations. And consumer behavior in this digital age has radically shifted from a passive stance to a much more informed and active role in every interaction with a firm.

Truth is, the locus of control in the digital economy rests neither in the hands of the firm nor the customer — it is negotiated in exchanges. Companies are loosening the reins and letting customers do some of the work when they see a mutual benefit. And customers asked to provide information or participate in a brand’s interface want to know what they are getting in return. Much like a negotiation “dance”, sometimes one partner leads, sometimes the other. But when these exchanges achieve an equilibrium, they produce valuable win-win collaborations.

For our CX framework and principles for deriving maximum value for firms and customers, download the report.